Author Archives: Ann James
Don’t forget the human touch
In all our excitement about multichannel engagement in customer journeys, have we forgotten about personal contact? Face to face, person to person, great service delivered on site can leave a lasting and positive impression. Perhaps more memorable than a digital … Continue reading
Customer experience and marketing – what’s so different?
Meets the need, is easy and enjoyable. That’s what Forrester’s Harley Manning says makes for a good customer experience. All things being equal, if two companies offer an experience which meets the need, the consumer will plump for making less … Continue reading
Content or context? Or a bit of both.
So content is king. The message we share, the story we weave, the impression we leave with the reader. But this exciting new world of Content (let’s give it a capital C) is much more than the words. The impression … Continue reading
Focus first or filter later?
So what’s better? Marcoms basics – at some point you need to find and connect with your target prospects. Personally I’d rather do it sooner rather than later. It might seem easy to spread the net wide, entrap anything with a pulse … Continue reading
We’re all people too
One of the commonly overlooked factors in B2B marketing is pretty obvious. We’re all people too. Yes we’ve all got our business heads on and we’re all busy doing the day job – but we’re all people too. We’re all consumers. … Continue reading
“People don’t want information, they want your story.”
“”Haven’t you ever heard of information overload?” we ask them. “People don’t want information, they want your story.”Most people have developed a genuine distrust of top-down messages and corporate jargon.“So, please tell us your story, authentic and personal. Humanise your … Continue reading
So what, exactly, is the point of marketing?
Make sure you’re equal then make yourself different. So goes one marketing mantra which has stuck with me over the years. Make yourself different so that you can be remembered, so you stand out from the crowd, so – when … Continue reading
B2B marketing need not be boring
In fact in my experience, creativity is key. You don’t have to do what everyone else does, and maybe you really shouldn’t. You’re still selling to people, after all, and people are busy, and flooded with interruptions in the form of marketing calls … Continue reading
Exercise – mapping your universe
You know your business better than anyone else. Yet you keep getting calls from agencies pushing their services, selling events, seminars and advertising, some of which can be quite tempting. It can’t do any harm, it will get your name … Continue reading
"so what?" marketing 